Customer Reviews – How It Works

Erica YlimäkiErica Ylimäki
Last edited: June 27th, 2024

Add reviews to your website – and start collecting more reviews to boost your credibility!

Try Trustmary – for free! customer review cards flying

If you want to build trust and boost your bookings, displaying customer reviews and ratings on your website is a great strategy.

I’ll walk you through:

  • The importance of customer reviews
  • How to add them to your site, and
  • Why ratings matter for your success on that platform

Why Customer Reviews Matter

Customer reviews have a huge impact on potential guests.

Here’s three examples where reviews matter:

  • Trust and Credibility: Reviews provide social proof that can make new visitors trust your business.
  • Decision-Making: Positive reviews can tip the scales for someone deciding between your property and another.
  • SEO Benefits: Fresh, user-generated content can improve your site’s search engine ranking.

How Rating System Works

Understanding how ratings are calculated can help you manage and improve your property’s score.

Here’s a breakdown:

  1. Guest Reviews: After their stay, guests are invited to leave a review on They rate various aspects of their stay, such as cleanliness, comfort, location, facilities, staff, and value for money.
  2. Overall Score: The overall rating is an average of these individual scores. Guests can also leave a written review, which provides more detailed feedback.
  3. Review Submissions: Reviews can only be submitted by guests who have booked through and completed their stay, ensuring the authenticity of the feedback.
  4. Rating Scale: Ratings are typically on a scale of 1 to 10, with 10 being the highest. The average score of all reviews is then displayed on your property’s page.
  5. Review Relevance: More recent reviews tend to be weighted more heavily in the overall score, providing a current reflection of guest satisfaction.
  6. Review Management: Property owners can respond to reviews, providing an opportunity to address any concerns and demonstrate a commitment to guest satisfaction.

review process on
Image source

The Importance of Ratings ratings are essential for several reasons:

  • Visibility: Higher ratings increase your visibility on
  • Guest Perception: Good ratings positively influence potential guests’ perception.
  • Continuous Improvement: Feedback helps you understand what you’re doing right and what needs improvement.

Want more reviews? We can help you with that.

Why Add Reviews to Your Website?

Incorporating reviews on website can yield several benefits.

The most important being that bringing forward the voice of your loyal customer can actually be the difference between getting a booking directly from the site and not at all.

Enhanced Credibility

When potential guests see authentic reviews from, a trusted travel platform, they are more likely to trust the reviews and your business.

Increased Conversions

Positive reviews and ratings can significantly influence a guest’s decision to book with you. They serve as personal recommendations that can convert visitors into customers.

Improved User Engagement

Displaying reviews keeps visitors on your site longer as they read about others’ experiences, which can reduce bounce rates and increase the chances of bookings.

This will also improve your chances of ranking better on search engines.

Competitive Advantage

By showcasing real guest feedback, you can stand out from competitors who may not display such detailed reviews.

This transparency can be a key differentiator.

Just remember, include all your reviews, not just the positive ones. People might suspect you have fake reviews if there’s only positive reviews.

Real-Time Feedback

Integrating reviews ensures that the feedback displayed is always up-to-date, reflecting the latest guest experiences and maintaining relevance.

This is a great way to counteract any negative feedback describing a poor customer service experience.

SEO Boost

Search engines value fresh content and customer reviews.

Combine those two and you’re on your path to success!

Regularly updated reviews can provide new content, helping improve your search engine rankings and driving more organic traffic to your site.

Pssst…. Trustmary will do the technical side of this automatically for you.

Promotional Content

Visitors seeing reviews directly on your site may perceive your business as more trustworthy and customer-focused, enhancing their overall confidence in booking with you.

Adding Reviews to Your Website

Integrating reviews into your website can be done in a few steps. Here’s how:

  1. Widgets: Use the official widget. It’s a simple way to display reviews, but it’s not very customizable.
  2. API Integration: For a more customized display, use the API. This requires some coding knowledge but allows for a tailored presentation.
  3. Trustmary: Sign up to Trustmary, and choose as your review source. Enter your URL and we’ll pull reviews from You can then design a widget

review sources of trustmary

Quick Steps to Create a Review Widget

  1. Login to Your Account
  2. Create a Trustmary account: Follow the onboarding, connect your
  3. Customize the review widget: Adjust the size, color, and type of reviews displayed.
  4. Copy and Paste the Code: Embed the provided HTML code into your website’s desired location.

Encouraging your guests to leave reviews on can significantly boost your property’s credibility and attract more bookings.

A direct review link simplifies the process for your guests, making it easy for them to share their experiences – which means more reviews for you!

Here’s how to create and use a review link effectively.

Get More Reviews

As getting reviews requires the people to be signed into their account, it might be wiser to collect Trustmary reviews first, and then redirect them to as well.

Here’s the formula for getting new reviews with ease:

  1. Log into Trustmary
  2. Connect as a platform
  3. Create survey
  4. Add as the last step

Channels to Share Survey

different channels of sharing surveys
  1. Email + Follow-Ups:
    • Send the survey via email to guests after their stay, thanking them and politely asking for feedback. Trustmary’s survey takes care of the rest.
  2. Social Media:
    • Share the survey link on your social media platforms. Encourage followers who have stayed with you to leave a review.
  3. Website embeds
  4. Printed Materials as a QR code:
    • Include the survey as QR code in any printed materials you give to guests, like welcome brochures or printed on the front door.

Best Practices for Requesting Reviews

  1. Timing:
    • Send the review request shortly after the guest’s stay, when their experience is still fresh in their mind.
  2. Personalization:
    • Personalize the request by addressing the guest by name and mentioning specific aspects of their stay if possible.
  3. Ease of Use:
    • Ensure the review process is as simple as possible. The fewer steps, the better.
  4. Politeness and Gratitude:
    • Always thank your guests for their stay and politely ask for their feedback without being pushy.
  5. Incentives:
    • Consider offering small incentives, like a discount on their next stay, for leaving a review. Note that you should offer this for all reviews, not just for positive ones.

Common Industries Using to Drive Revenue

Among Airbnb,, Trivago and other similar platforms most users use to book rooms using their credit card, helps various industries drive revenue by reaching a global audience.

Here are some common industries that benefit from having a listing on

1. Hospitality

  • Hotels: Both independent and chain hotels utilize to attract travelers from around the world. Can be a great tactic for a new hotel to gain some extra paid visibility.
  • Motels: Budget-friendly motels use to get reservations for their rooms, especially during peak travel seasons.
  • Bed and Breakfasts: These cozy accommodations gain visibility and bookings through the platform.

2. Vacation Rentals

  • Apartments: Short-term apartment rentals can find a steady stream of guests looking for a home-like stay.
  • Villas: Luxurious villas attract high-end travelers seeking privacy and exclusivity that people can book direct from the website without risk of losing money when using a credit card company.
  • Holiday Homes: Families and groups often book entire family friendly homes for vacations via

3. Alternative Accommodations

  • Hostels: Backpackers and budget travelers frequently book hostels through
  • Guesthouses: These smaller, often family-run accommodations benefit from the platform’s reach as people can book directly from the website without having to contact the property manager.
  • Cottages: Rustic and scenic cottages with great location find guests looking for a unique getaway experience.

4. Resorts

  • Beach Resorts: Resorts located in popular beach destinations use to get reservations from sun-seeking tourists.
  • Mountain Resorts: These resorts appeal to travelers looking for skiing, hiking, or a peaceful mountain retreat.
  • Spa Resorts: Wellness-focused resorts use to target guests seeking relaxation and rejuvenation from their reservation.

5. Specialty Lodging

  • Eco-friendly Accommodations: Properties focused on sustainability and eco-tourism draw environmentally conscious travelers.
  • Luxury Lodges: High-end lodges in exotic locations attract affluent guests.

6. Travel and Tourism Services

  • Tour Operators: Companies offering packaged tours list their accommodations and services on
  • Adventure Travel Companies: These companies attract adventure seekers looking for unique experiences from their trip.

7. Corporate and Business Travel

  • Business Hotel: Hotels catering to business travelers use to secure bookings from corporate clients.
  • Serviced Apartments: These long-stay options are popular with business travelers needing extended accommodation.

8. Medical Tourism

  • Medical Hotel: Accommodations near hospitals and clinics attract medical tourists seeking treatment abroad. Additionally, families or parents might need to stay near children’s hospitals.
  • Wellness Retreats: Specialized retreats offering medical or wellness programs use to find international clients.

Diversify Your Income Streams

Don’t focus only on optimizing your listing.

As with all third-party services, your reputation is not completely in your own hands.

Use many channels to avoid having all your eggs in the same basket. Customer reviews are a great tool to focus on. They never go out of fashion.


How do I get a review link?

Log in to your Extranet, navigate to the ‘Guest Reviews’ section, and look for the option to generate a review link. If it’s not available, contact support.

How can I encourage guests to leave reviews?

  • Send personalized follow-up emails
  • Share the link on social media
  • Include it on your website
  • Add it to printed materials given to guests.

You can do all of this with Trustmary’s simple online review management tool.

Why are reviews important for my property?

Reviews build trust, influence booking decisions, provide valuable feedback, and can improve your property’s visibility on

How do I add reviews to my website?

  1. Create Trustmary account
  2. Import reviews (using URL)
  3. Create widget
  4. Copy code
  5. Access website admin
  6. Paste the code to the desired spot on your website
  7. Save changes

Do customer reviews impact SEO?

Yes, fresh and user-generated content from customers can enhance your SEO performance if they’ve been technically correctly set up on your website.

Erica Ylimäki
Erica Ylimäki
Erica Ylimäki is a Growth Marketer at Trustmary. She is an expert in how to grow the organic traffic of a business with effective SEO strategies, and how to utilize reviews on different CMS and platforms.


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